民国时期以爱国为主题的商标广告略论

Patriotic Advertisements for Trade Marks in the Republic of China (1912-1949)

商标广告的兴起,是民国时期中国社会经济生活中的一件大事。而以爱国为内容的商标广告又是当时的重要特色。无论是政府还是商家,不管是厂矿还是企业,大多以"爱国"、"国货"为题材来做商标广告。这样的主题选择是所处时代特点所使然,用爱国主义来衬托商标广告收到了良好的经济效益;爱国商标广告的广泛传播又为爱国主义思想和行为的发展提供了载体与平台。商标广告与爱国思想相互影响、相互促进。本文重点以天津《大公报》上所刊商标广告为载体,以现有研究和相关理论为基础,简略论述近代商标广告与爱国思想的共生与互动。

It＇s one of the most important economic event that business advertisements sprang up in the Republic of China（1912--1949）. And at that time patriotism played an important role in advertisements for trade marks. The government, businessmen, factories, mines or enterprises, all adopted ＂patriotism＂ as a theme for advertisements. Objectively, patriotic advertisements achieved a good effect, though it＇s controlled by the war and politics or something else. On the other hand, the patriotic advertisements also served as a vehicle for the development of patriotism. Obviously, mutual influence of advertisements and patriotism is successful and its special feature is obvious, and both got intergrowth. Based on the study made so far and the advertisements on Da Gong Newspaper, this thesis tries to give a brief account of the intergrowth and interaction between modern trademark advertisements and patriotism.